Abstract:

In the field of music industry, the process of branding has dramatically changed due to the significant influence of technological advancement. While music industry and changes occurring in it are already poorly covered by the scholars, direct branding practices, especially related to independent music artists, are lacking the research as well.

This thesis in an attempt to investigate successful branding practices for independent music artists. It aims to answer two primary research questions:

1. What are the branding practices of independent music artists?

2. What are the brand distribution practices of independent music artists?

The questions have been approached from several perspectives: the current situation of music business, and online branding. Thus, an extensive literature review has been conducted in order to build theoretical knowledge. The review covered the main theories of business of music distribution, the most conventional branding practices as well as the most relevant approaches towards branding via social media.

In order to investigate how theoretical knowledge corresponds to actual practices of successful independent music artists, four case studies have been conducted. The selected cases have been analysed in terms of their produced musical content, storytelling practices, brand design and use of social media. Later, the cases have been compared in cross-case analysis, and common patterns have been observed.

The empirical findings correspond to theoretical knowledge. However, the study also produces several new insights as well. Successful independent music artists tend to create their brands transparently and organically, without any front- and back-end, as some theories may suggest. Furthermore, music distribution channels may also act as effective brand distribution channels, thus successful independent music artists seek to control such channels as much as possible, or create their own ones. Based on these insights, six managerial propositions were formulated as constructive explanations for given phenomena.